COLUMBUS, Ohio - Remember a few years ago when people bought sweaters with Christmas decorations because they thought they were "cute?"
Well that fad is back but this time people are snatching up the sweaters because they are ugly and tacky.
In fact, the uglier the better.
Nate DeMars makes his living selling suits but this holiday season he expanded his business to sweaters.
"We have sold ugly sweaters as a fun holiday promotion and the reaction the last two years has been so strong we figured it deserves its own store,” DeMars said. “We've been scouring not just in Ohio but everywhere we have traveled the last six months or so, just collecting things; there's donations from my grandma and aunts in there. I got a call yesterday from a lady offering to sell her collection."
At $8 to $38, these festive frocks are flying off the shelves.
"We want to have something for everyone,” he said. “We like when people come in and squeal out of excitement."
From silk windbreakers covered in Santa to full ensembles, you can deck the halls with bows of collies and celebrate the cool yule.
The selection is overwhelming, so how do you know that truly ugly sweater?
"I think the ones you pick up and wonder who wore this and for what reason, that really makes you question it,” he said.
Sweaters so uncool they are cooler than cool.
“Depending on how you wear them they are pretty cool,” DeMars said. “It's a mainstream phenomenon that everybody seems to be getting in on."
So grab that holiday sweater and work.